Even so, big agriculture incumbents have yet to make big moves toward digitization. Unlike car manufacturers, they can still act from a position of strength to drive the digital revolution rather than taking a back seat. Agriculture’s top firms have everything they need: vast agronomical know-how, leading-edge technologies, and global reach to customers. But they need to act quickly.
Donnan is a partner and leads the Global Food and Beverage Practice of A.T. Kearney, a global strategy and management consulting firm. Reach him at firstname.lastname@example.org.